LONDON, July 9 /PRNewswire/ --

-  With Photo

Following on from its success with the 2006 FIFA World Cup(TM) Licensing
Programme De La Rue Holographics has been reselected to provide a highly
secure anti-counterfeit solution to protect FIFA's official licensed
merchandise, including products for the 2010 FIFA World Cup South Africa(TM).
The solution, which will be deployed globally, incorporates an easy to
authenticate holographic label and holographic swing tag with SLSNet, an
online ordering and tracking system. It will enable FIFA to uphold its brand
values and make it easy for football fans to identify original official
products. The new FIFA holograms integrate advanced design techniques with De
La Rue's latest hologram technology.

The 2006 FIFA World Cup(TM) demonstrated the growth of the brand,
reaching out to more than 26 million television fans in 214 countries. A
premium portfolio of licensed products with merchandise available all year
round through the planned new FIFA Official Stores will further strengthen
FIFA's ties with football fans of all ages.

De La Rue's brand licensing solution will ensure FIFA's approved
licensees can protect their 'exclusive license' investment by differentiating
official premium products in the retail market. Consumers will also benefit
because they are able to recognise and select authentic merchandise, giving
them protection from counterfeits. The system provides a strong deterrent for
preventing fraud and grey market diversion as under-reporting becomes highly
visible and out of territory sales are easily traceable. It allows FIFA's
enforcement officials to track and verify genuine products wherever they are
in the world.

Thierry Weil, FIFA's Director of Marketing commented,
"Merchandising has become a big part of the football experience. Not only do
football fans dress up in the colours of their teams, but also in the colours
of the tournaments. This is how supporters express their passion for and
commitment to the game. The quality seals produced by De La Rue make it easy
for any supporter to identify the original official items while guaranteeing
the integrity of our licensing programme worldwide. All products are produced
according to our code of ethics. This not only guarantees the quality of the
materials but also ensures merchandise is socially acceptable and
manufactured in line with the rules of the International Labour Organisation.
We are very happy that De La Rue with its vast experience is working with us
again on our licensing programme."

About De La Rue Holographics

1. De La Rue has over 15 years experience in developing and managing
secure licensing solutions for anti-counterfeit and royalty monitoring
programmes. We already support customers like FIFA, The English Football
Association, The University of Cambridge, a global software leader and many
others.

2. Our holograms can be seen on over 40 different currencies and more
than 95 different banknote denominations.

3. We are one of only three suppliers accredited to produce the VISA dove
hologram.

Note to Editors:

A picture accompanying this release is available through the 
PA Photowire. It can be downloaded from http://www.pa-mediapoint.press.net or 
viewed at http://www.mediapoint.press.net or http://www.prnewswire.co.uk.

For further information and imagery of FIFA's event licensing solution
    please contact:

    Emma Swain, Head of Marketing
    De La Rue Holographics
    +44(0)1256-859867
    Emma.Swain@uk.delarue.com

    http://www.delarue.com



For further information on FIFA and its events go to http://www.FIFA.com
or contact the FIFA Media Department tel: +41-43-222-7272, 
fax: +41-43-222-7373 or e-mail: media@fifa.org